On the other, advertisers and publishers who depend on ad revenue are resorting to increasingly invasive means of tracking and profiling users, with some configuring their sites to block visitors that use blockers-often without distinguishing those that block tracking rather than ads. On one side is a cottage industry of content-blocking apps like Ghostery, Privacy Badger and Disconnect, designed to fight the invasive and malware-spreading third-party ads and trackers that have infested the web. In doing so, Better has entered an increasingly crowded and chaotic battle over online advertising, corporate surveillance, and ad-based publishing models. Given the rapidly evolving nature of the ad-blocking landscape, it's worth noting that this might change in the future, however. In Motherboard's initial testing, Better was not detected by several popular news sites that block visitors using ad and tracker-blockers, including WIRED and Forbes. "The content itself has the blocking rules embedded and it's from that that the machine-readable list is automatically generated." "Better is creating its own knowledge base, in human-readable format, and working to raise awareness through editorial content," Balkan said. "One of the reasons why we created Better is because we didn't want to trawl though endless block lists copied and pasted from around the web to understand what was being blocked and why," Ind.ie co-founder Aral Balkan explained to me in an email.
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